Adidas has landed a sponsorship deal with the Italian national soccer team, which will commence from 2023. In this agreement, the sportswear brand has been named as the kit sponsor of the team.
The German brand has replaced Puma as the team’s kit sponsor. The collaboration between the two entities covers men’s, women’s and even esports teams. Adidas also has kit sponsorship deals with several different countries including Spain, Argentina and Germany.
The Italian national team will don the Puma kit if it qualifies for the highly anticipated 2022 World Cup in Qatar. Italy and Puma’s association stretches back for almost two decades.
“The financials made it a poor business case and we therefore decided to not exercise our matching right,” Puma said in a statement.
Following the attack of Russia on Ukraine, Adidas concluded its association with the Russian Football Federation. Adidas has been the country’s kit manufacturer since 2008. Earlier this week, Adidas also halted its operation in stores and online shopping in Russia.